Categories: Articles

Interactive Advertising Bureau Of Canada Sets The Standard

On Monday, The Interactive Advertising Bureau of Canada (IAB Canada) unveiled their standards for online advertising. It is called the CUAP (for Canadian Universal Ad Package) with the intent to help streamline online ad buys and equalize issues like ad sizes (both visually, file size and more).
Although this may seem long overdue, the online advertising industry in Canada, according to the press release titled, IAB Canada Announces Canadian Online Ad Standards, is at about $295 million in revenues and up 68 percent in the last two years.
Up next from IAB Canada will be standards for rich media, video-streaming and online ad measurement guidelines.
My thoughts on this? It’s about time! I should mention that I am an active member of the IAB Canada and I strongly feel that now, more than ever, companies need to better understand the power of online marketing and its immense value. Hopefully this announcement will not only act as a “standard guide” but as a wake-up call to the many companies who see their online presence as nothing more than an expensive brochure or another line in their marketing mix.

Mitch Joel

Mitch Joel lives at the intersection of technology, business transformation and consumer culture. He is the Executive Director of Next Era Institute, a strategic intelligence platform helping leaders understand the forces reshaping business, technology, culture and society. The Institute identifies which shifts matter, explores their wider significance and translates them into strategic direction and momentum. Mitch is also a globally recognized keynote speaker. He has delivered thousands of presentations across both B2B and B2C industries to organizations including Google, Walmart, LEGO, Shopify, Microsoft, Procter & Gamble and Unilever. Strategy Magazine has called him “one of North America’s leading visionaries.” Mitch built his career by working directly inside the waves of change that reshaped modern business. He founded and built a digital marketing agency that worked with some of the world’s largest brands and was later acquired by WPP, where he served as President of a firm operating in 25 countries with almost 3,000 employees. Mitch is the bestselling author of Six Pixels of Separation and CTRL ALT Delete, and the host of Thinking With Mitch Joel, one of the longest-running business podcasts in the world. His writing and commentary appear in outlets including Harvard Business Review, Fast Company and Inc. Magazine. He is a member of Dr. Marshall Goldsmith’s 100 Coaches and was named to the Thinkers50 Radar. Mitch also hosts Groove – The No Treble Podcast, documenting the oral history of electric bass players. Mitch is also Co-Founder of ThinkersOne, a platform that enables companies to bring personalized thought leadership from world-class experts into meetings, events and off-sites in focused 15-minute bursts.